They can in more ways than you might imagine, especially if they conjure the real purpose of PR and not the "spin" that contributed to the problem. Credibility and trust demand that publicized values be found in operating decisions. Up-and-coming PR counselors have a great opportunity to keep the pharmaceutical industry's operations gyroscopically aligned with its values and its customers. In the author's opinion, the real problem isn't overt greed or intentional deceit. It's a misplaced premium on quarterly profits when the paramount concern should be greater alignment with customers.